The “Petfished” campaign hopes to disrupt the demand for these animals, and help suffocate the trade by outlining the deceitful tactics disreputable pet sellers use to trick buyers and sell pets to line their own pockets.

The campaign has been launched prior to the introduction on 6 April of Lucy’s Law, which will ban commercial third-party puppy and kitten sales in England.

The Government hopes the effects of the combined measures will severely disrupt the supply chain of low-welfare breeders, which relies on third-party sales.